How is customer service monitored and evaluated

CUSTOMER SERVICE KEY FIGURES EXAMPLES

Customer service KPIs & key figures at a glance

✔ Various templates & designs ✔ Identify and monitor relevant customer service KPIs

Customer service KPIs are measurable performance indicators that help customer service employees to monitor, analyze and visualize all data of a customer relationship in detail in order to benefit from an all-encompassing 360-degree customer view.

Here you will find an overview of the most important customer service key figures, which are considered in this article:

Average response time

How long do customers wait for your response?

The average response time of your customer support measures the time between the moment the customer contacts you to the moment an employee responds or answers. We have shown this important customer service metric as an example for incoming phone calls. In general, short reaction and response times, regardless of the support channel, have a positive effect on customer satisfaction and the reputation of your brand. When making phone inquiries, you should take into account that on average around 50% of customers, regardless of the industry, end the phone after one minute and two thirds after 3 minutes.

Performance indicators / recommendation for action

The goal should be to keep your response times as short as possible. Analyze and anticipate peak times and take them into account in your personnel planning.

Relevant showcase dashboard

First Call Resolution (FCR)

How often can you clarify your customers' concerns with the first call?

The First Call Resolution (FCR), which is often referred to as the first resolution rate in the DACH region, indicates the percentage of telephone inquiries that could be resolved directly with the customer's first call. It is a good customer service KPI to evaluate the effectiveness of your customer support. There are numerous ways to increase your first-time resolution rate. For example, there is often a lack of targeted IVR systems (speech dialogue systems), as these include are set up in a less expedient manner, the subsequent processing of the request is not really made easier, and this ultimately only leads to initial frustration among the customers. In addition, the employees often lack the necessary know-how - training and courses can be effective here. Often, however, there is also a lack of detailed guidelines for common problems or the employees simply do not have the necessary decision-making authority to be able to solve the respective problem directly.

Performance indicators / recommendation for action

A high FCR has a long-term positive effect on your support costs, even if the average processing time may initially increase. You will also benefit from higher customer satisfaction in the long term.

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Top support staff

Who are your best support people?

Monitoring and evaluating the performance of your individual support staff is of central importance in order to offer your customers a consistently high quality of service. Of course, numerous customer service indicators are available to you in this regard. In our example, we have taken into account the FCR, the average number of calls processed per hour and the rating by the customers processed. Of course, you should choose the customer support KPIs that are most important to you. In this way you can identify employees who may need additional training. On the other hand, you may be able to gain valuable new insights or approaches from your top performers, from which your entire support team can benefit in the long term.

Performance indicators / recommendation for action

Create your individual evaluation system and monitor the performance of your employees in detail. Do not overestimate short-term fluctuations.

Relevant showcase dashboard

Number of support requests

How many inquiries do you receive through which channels?

In order to make your personnel planning as effective as possible, you first need exact data about your average number of support requests from the past. This helps you to identify peak times for certain days of the week, times of day or even seasonal effects and to take them into account in your personnel planning. Thanks to modern predictive analytics software, you can use your data from the past to make predictions or prognoses for the future. This helps you to process all incoming inquiries with consistently high quality and the lowest possible costs.

Performance indicators / recommendation for action

Offer your customers a consistently high quality of support at all times by taking the forecast number of support requests into account in your personnel planning.

Relevant showcase dashboard

Customer satisfaction

How satisfied are your customers with your support?

One of the most important customer service indicators is customer satisfaction, because ultimately every company wants to have as many satisfied customers as possible. Satisfied customers recommend your company to their friends, they are very likely to make additional purchases from you and on average have larger shopping carts - just to name a few advantages. In addition, customer support has an elementary influence on customer satisfaction, because studies have found that outstanding customer service can increase a customer's satisfaction above average, even if the reason for the initial contact was a serious problem. It is therefore essential to always process your customer inquiries quickly and professionally.

Performance indicators / recommendation for action

Make sure that your customers' satisfaction with your support department is checked regularly. In the event of falling values, analyze the underlying causes in detail.

Relevant showcase dashboard

Net Promoter Score (NPS)

What is the likelihood that your customers will recommend you?

The Net Promoter Score (NPS), which is also known as promoter surplus in the DACH region, is a customer key figure that has been proven to correlate with sustainable corporate success in many industries. This is based on the assumption that recommendations are usually associated with a high level of customer satisfaction. This is the starting question for the survey of the promoter surplus: "On a scale from 0-10, how likely is it that you will recommend our company to a friend or colleague?" Interestingly, only customers who answered the question with a 9 or 10 are rated as advocates (promoters). The 7 and 8 is the "neutral zone", which are referred to as the undecided (passive). On the other you form the 0-6 the group of detractors. The NPS ultimately reflects the relative proportion of advocates and critics and is between -100 and + 100%. When a company has more critics than advocates, the NPS is negative.

Performance indicators / recommendation for action

The NPS has proven to be a good indicator of a high level of customer satisfaction and loyalty. In addition, it has been shown to correlate with general corporate success in many industries. You should aim for values ​​above 40%. An international benchmark is the “Apple” brand with an NPS of approx. 75%.

Relevant showcase dashboard

Customer effort

How much effort do your customers have to put into solving a specific problem?

Another important customer service KPI is the customer effort score. Since it records how much effort a customer has to put into solving a specific problem, it is ideal for evaluating the effectiveness of your customer support. Often it is also used to assess automated help pages such as B. FAQs (Frequently Asked Questions) are used. A sensible question for ascertaining the customer effort for customer support would be: "On a scale from 1-10, how much effort did you put into solving your problem?"

Performance indicators / recommendation for action

Similar to the NPS, customer effort correlates directly with customer satisfaction. Design your customer support so that you can resolve inquiries with minimal input from your customers.

Relevant showcase dashboard
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Service level

Do you deliver services in the defined quality?

This customer service indicator represents a measurable quantity of the quality of the support service under consideration. For a call center, for example, the service level is the decisive parameter for measuring and evaluating availability. When outsourcing customer support services, these are often agreed in a service level agreement (SLA) between the customer and the service provider. In our KPI example we consider the following defined service level: Customer inquiries by email should be answered to at least 75% within 24 hours. By comparing the absolute number of inquiries within a certain time interval and the respective service level, you can monitor your defined quality requirements in detail at all times and take the right measures in the event of deviations from the target.

Performance indicators / recommendation for action

Define your internal service level for all relevant support channels as precisely as possible. If you outsource support services, you must agree on these in a service level agreement (SLA).

Relevant showcase dashboard

Support costs vs sales

What is the proportion of your support costs in relation to your total sales?

In addition to the rigid monitoring of your customer service quality, you should of course always keep an eye on the support costs incurred. It makes perfect sense to also consider the support costs in relation to your total sales, which we clearly illustrated for you in our last visual customer service KPI example. Of course, the percentage is very different depending on the industry and business model, but your budget for customer service should also increase proportionally with increasing sales. Because ultimately, more sales usually also mean a larger number of customers, which in turn leads to more customer inquiries to be processed on average. Otherwise, the quality of your customer support could quickly suffer, which in the short or long term will lead to less satisfied customers and negative business development.

Performance indicators / recommendation for action

Monitor the development of support costs for your existing support channels in detail and define your target costs per customer request. Your support budget should also increase with increasing sales in order to achieve your defined quality requirements.

Relevant showcase dashboard


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